I saw this for the first time last night as I turned on HBO to watch Real Time with Bill Maher. This is the network's new ad campaign featuring stars from all of the original programming making that "ahhhhh" sound that plays over the static before their original programming begins. This reminds me of the "doink-doink" ad they did for Law & Order. There are two versions of It's What Connects Us and then a Last Week Tonight specific one with John Oliver poking fun at the bit.
Game of Thrones fans will like that they've gotten almost the full cast in costume participating… including Hodor… who doesn't say "aaaahhhhh".